03 · How it looks
The brand, in five minutes.
A movement, not a backlash. Forward, not against. Warm, not aggressive. If your post matches the campaign without you thinking about it, the brand is doing its job.
The mark
UP. Unplug. Plug in.
Use it everywhere. Don't separate the pieces. Don't change the proportions.
Downloads
Logo files.
Drop these into your designs. SVG works at any size. PNG works in any tool. The brand-sheet PDF has the full spec.
Primary · forest on snow
Reversed · snow on forest
Monochrome · single color
Tokens & spec
Which one to use
- Primary. Yard signs, social tiles, websites, decks, merch. The default everywhere.
- Reversed. Dark backgrounds, photography overlays, t-shirt prints, late-evening event signage.
- Monochrome. Newspaper ads, fax, embossing, legal docs, stamps. Single-ink print.
- Transparent. Layering on photos, partner co-brand lockups, anywhere the background needs to show through.
- Mark only. Favicons, app icons, profile pictures. Anywhere the wordmark on its own is enough.
SVGs have the font baked in, so they render correctly in design tools without Archivo Black installed. PNGs are 1600 × 960 (2× retina). For EPS or AI versions, write to hello@unplugplugin.org.
Color
Four colors. No gradients.
The palette is the state. Forest is the field. Mesa is the accent. Snowfield is the ground. Alpine is the breath of air. Roughly 60% snow, 30% forest, 8% alpine, 2% mesa. Mesa is a punctuation mark, not a paragraph.
Never
No gradients. No drop shadows on color fields. No mesa as a background larger than a button. Forest on snow ≥ 12:1 contrast, snow on forest ≥ 11:1. Always check Alpine on Snow at body sizes.
Typography
Two weights of one family.
Archivo Black for the wordmark and display headlines. Archivo (400, 600, 800, 900) for the tagline, body, UI, and captions. That's it.
Aa Bb 01
ARCHIVO BLACK
Wordmark · display · headlines
Aa Bb 01
ARCHIVO 400 / 600 / 800 / 900
Tagline · body · UI · captions
Quick reference
- Wordmark UP. Archivo Black, optical 240px+, tracking −5%.
- Tagline (lockup). Archivo 900, ~14% of UP height, +3% letterspacing.
- Display headlines. Archivo Black, 44–88pt, tracking −1 to −2%.
- Body. Archivo 400 / 600, 11–14pt, tracking 0.
- Eyebrow / labels. Archivo 800, 10–12pt, +15% (uppercase).
Hold the space
The four don'ts.
Maintain padding of at least one stem-width on all sides. Never crop. Never crowd.
Voice notes
For messengers.
A short list of what makes the messaging work. Most of it is about what to leave out.
- Forward, not against. Pull toward something. Connection, focus, kids looking up. Don't lead with "phones bad."
- Bipartisan-readable. Nothing should code left or right. If a phrase feels like it leans, rewrite. The coalition is wide. Keep it that way.
- The ask, every time. K–12, bell to bell, away all day, districtwide. Explain it on first use: phones stored from the first bell to the last, every grade, every school, including recess, lunch, and passing periods.
- Colloquial, not corporate. Write like a parent texting another parent at school pickup. Not like a press release.
- One specific ask. Every post points to one action. Default is the 30-second email at unplugplugin.org.
- If you're not sure, send the canonical link. The site is the source of truth. The toolkit is the second copy. Don't write a third version that drifts.
Closing
The moment you put the phone down and look up.
UP · UNPLUG. PLUG IN.